The network TV industry is taking lessons from the music industry by not offering their content to Apple TV, as the past week's events show. Apple came to own the online music game so much that it could pretty much demand what it wanted from the music labels and they had no chance but to go along with the general plan. TV says not this time.

"The 99¢ rental is not a good price point. It doesn't work for us," said Viacom CEO Philippe Dauman. "We value our content a lot. We don't think Apple has it quite right yet."

The collective dis that's going on around the TV industry towards Apple TV is actually a pretty smart strategy. Netflix is already available on Apple TV, which means that TV networks can offer their shows through Netflix, which they get paid more for, and they'll all still be available to Apple TV users.

The new Apple TV allows users to "rent" TV shows for only 99¢, which means they can buy by the show and watch their rental anytime over the next 30 days. Once they start watching, though, there's a 48 hour time-out phase that begins. After 48 hours, Apple TV eliminates the show from your library. Netflix lets you watch content under an unlimited subscription, without expiration or time-outs. You can also check out media from YouTube, MobileMe, and Flickr.

In other news, there's rumors a delay for the new second generation Apple TV for people that ordered "upgraded shipping." Apple had to send out an email to customers saying that the product delivery could be delayed until mid-October, saying:

“Our records indicate that when you placed your order you paid for upgraded shipping. Due to a delay, we may have not been able to meet our delivery commitment.”